According to our research conducted along with Video Research Interactive,
Digital Brand Advertising will continue to grow in 2018, with over half the
companies planning to increase their digital brand advertising budget.
Quantitative measurement, Reach, and qualitative measures, Brand Lift,
become highly important in measuring effectiveness of such campaigns, which
can be used to determine success/failure and used as basis for future
planning. In this session, we will introduce some of the insights from
"Reach Measurement in Digital Brand Advertising Study" conducted from
October 2017 with top advertisers. Topics include: insight into Reach
metrics, improving campaign operation using Reach metrics result, and
improving the selection of media based on Reach and Brand Lift.